The Brief

For over a decade McDonald's have tried to change people's negative perceptions of their food. The traditional channels haven't worked: 50% of Australians don't trust their ingredients. The objective was how could we change attitudes and bring some magic back to the restaurant experience?

Creative Execution

For the first time ever customers can track ingredients in the actual food they just bought. TrackMyMacca’s allows customers to access McDonald’s food supply right when it was top of mind. Turning the restaurant table into a stage the app is an entertaining way for customers to discover the stories for themselves. The app becomes a centerpiece for a much wider conversation, allowing McDonald’s to talk about their food in a new way, getting ingredients back on the agenda in an exciting way while driving sales.

Describe the creative solution to the brief/objective.

TrackMyMacca’s uses the iPhone's GPS to find out which restaurant you're in. Image recognition software triggered by McDonald's packaging (188 million pieces were created) calculates what you're about to eat. By combining this with the date and time, the App accesses McDonald's comprehensive supply chain in real-time to show the story of the exact product in front of you. 3D augmented reality then turns restaurant tables into stages, letting users pick an ingredient and find out all about it. Customers can then share their experience via Facebook and encourage their friends to try the App themselves.

Results

• In total the TrackMyMacca’s app was downloaded 117,679 times • The demo video was viewed over 85,000 times without seeding • TrackMyMacca’s received 660m impressions worth of Global PR coverage on launch in the first month